At the Turin Auto Show with Labocosmetica and Miki Biasion
The reborn Piedmont show allows visitors to admire hundreds of cars from today and the past. But also to discover the secrets of car care, thanks to demonstrations by professional detailers Labocosmetica, and to cheer on Lancia Delta and Mafra ambassador Miki Biasion
Once upon a time there was the Turin Auto Show. An unmissable event, for all enthusiasts, in an Italy where the market was largely dominated by domestic manufacturers. Fiat, Alfa Romeo, Innocenti, and Autobianchi took advantage of the occasion to launch and let visitors test drive new models.
Then, over time, everything changed. The heart of the auto industry moved far away to America, Japan, and China. New product launches became almost weekly, and auto shows lost importance.
There remains, however, still a strong desire to gather around the object most loved by so many, the car. And this has led some organizers to relaunch this type of event, with different and more modern formulas.
There was first the Valentino Park Motor Show, organized in a green oasis of Turin. Then it was the turn of MiMo, the Milan-Monza Motor Show, which united the city of Milan with the Monza racetrack.
Now, from September 13 to 15, it is again the turn of the Turin Auto Show. Different from the past, but certainly no less interesting. And we at Mafra, who share a passion for the cars of yesterday and today, certainly cannot miss this appointment.
At the Turin Auto Show with detailers and Labocosmetica
The Turin Auto Show is a "widespread" show. It does not, in fact, have a single venue, but involves a large part of the city, with an ideal route that fills the most important squares (Carlo Felice, San Carlo, Castello, Vittorio Veneto) and the central Via Roma.
Admission is free and each area hosts exhibits of different character, but many parades and performances are also planned.
In this dynamic context, Mafra, which certainly could not miss, is present with its own stand, where you can find and buy the best products for the care of your car, also benefiting from the advice that Mafra experts can offer.
But that's not all, because Mafra at the Turin Auto Show brings all its experience and technology 100% made in Italy, offering fans hands-on car care demonstrations as well.
Our professional detailers reveal the techniques and secrets that enable those who use the products in the line Labocosmetica to achieve spectacular results in car care.
Special focus on new rinseless products designed for rinse-free prewash and car wash. The stars of the Labocosmetica detailers ' demonstration are the alkaline prewash solution Prelude Alkaline and the acid-based prewash solution Preludio Acidic, as well as Idrosave, the triple-action no-rinse polymer shampoo that washes, shines and protects the car.
Thanks to the 100% made in Italy products of Labocosmetics for car detailing, featuring a concentrate of technology, innovations and exclusive application techniques, any surface can become as good as new, remaining shiny for a long time.
And it is precisely because of the professional detailers and advice from the Detailing School by Labocosmetica at the Turin Auto Show you can watch live demonstrations of using the right products to achieve shiny, long-lasting results on your car.
What to see at the Turin Auto Show: from squares to parades
The three-day program of the Turin Auto Show is intense and interesting. In fact, more than forty automotive brands are present, plus private collections, spaces of companies, and areas reserved for the creations of the great Italian design studios, such as Pininfarina, Italdesign, and Bertone.
Visitors are offered the opportunity to test drive models of the BYD, Nissan, Omoda, Tesla and Xev brands departing from Carlo Felice Square and Nissan and Polestar models departing from Castle Square.
A photo exhibition spread through downtown streets tells the story of 44 automakers.
All kinds of parades are planned from Friday, Sept. 13 to Sunday, Sept. 15: parades of horse-drawn carriages and cars from the early 1900s, exhibitions of prototypes and new models, and Formula 1 shows from the past.
On Sunday 15 there is an appointment that is close to our hearts at Mafra: starting at 11 a.m. it is the turn, in fact, of Amiki Miei, an event within the event under the banner of the great Miki Biasion, Mafra brand ambassador.
Miki and Mafra's Amiki.
Every two years Miki Biasion calls his closest friends (called, in fact, Amiki) to a gathering, and they show up at the meeting in their racing Lancias.
Biasion won two World Rally Driver titles, in 1988 and 1989, just driving the Lancia Delta officials. And to this legendary car is dedicated the 2024 edition of Amiki Miei, which, for once, leaves the Northeast of Italy and moves to Turin, in conjunction with the Auto Show.
The schedule calls for 100 Lancia Delta specials, many with prestigious sporting pasts, to arrive between 8 a.m. and 10 a.m. at C.L.N. Square in Turin.
To the participants, Mafra offers his Welcome Kit which contains, in an elegant silver bag, valuable products to keep their cars in the best possible condition: Waterless and the microfiber cloth Heavy Work. Thanks to these products, it is possible to wash all the external parts of the car without the use of water, thus allowing you to intervene in any situation, even during an event.
Deltas parade through the center of Turin
Once gathered, the 100 magnificent Deltas participating in Amiki Miei parade through Piazza San Carlo, and are then displayed on Via Roma. A spectacle not to be missed!
At 11:30 a.m., the convoy of Lancias set off amidst wings of admiring spectators, flowed into Castle Square and headed for theHeritage Hub Stellantis, where an old former Mirafiori workshop is home to the official collection of historic Fiat, Lancia and Abarth cars. The Hub is also responsible for restoring and certifying vintage cars from the brands of the former Fiat Group.
Miki Biasion is the soul of the event, with all his friends and their cars, holding high the colors of Mafra, for which he is a respected ambassador. Amiki miei ends at 4:30 p.m. with a toast and the appointment to the 2026 edition.
Come and visit us at our booth at the Turin Auto Show, we are waiting for you together with our expert Detailers to introduce you to the latest in car care!
